It’s a well known fact that successful websites, blogs and social media networks attribute their popularity to having the right content at the right time. Content also takes the crown of the digital signage world. The best digital signage intentions can be lost without the right choice in content to display the right message at any location at any desired time. Let’s take a look at 5 must haves for making content a success across your digital signage network.
- A Content Management System Which Can Be Managed Remotely
The use of a cloud based content management system should be the first priority in managing digital signage content. A great content management system allows content to be automatically scheduled, ensuring targeted and relevant advertising and compliance across hundreds of store locations, as well as the ability to showcase multiple promotions on a single day , and a single screen. A content management system with the ability to schedule content based on time, day, date or region is the most essential step in making content scalable across a network of stores.
Insightful analytics build the platform for testing and learning from each and every message promoted across a digital sign. Not only do analytics provide insights into dwell time, engagement levels and view time; they also enable the content to be intuitive as to the demographics of the customer such as gender, age, and even the weather outside. The result is a continuously improved and more personalised message which will ultimately lead to better engagement for you and your customers.
- Call To Action
Much like any effective marketing campaign, content for digital signage needs a clear call to action. The best designed content can become nothing more than wall art without an effective purpose which provides the audience with a perception of value and a clear call to action.
- Attention Grabbing Visuals
Once you have established a clear and compelling call to action, it’s time to start having some fun with the actual content that is going to be displayed. The visuals must be dynamic and attention grabbing, to ensure higher attraction and engagement levels with the customer. It is important to remember that digital signage is another touch point of your marketing mix and therefore the imagery and design should be kept clear and consistent with your other advertising and branding platforms.
- Is The Content Entertaining, Informative Or Educational
Your message will either be entertaining, informational or educational and the first step is to determine which one of these three traits your message should be; and then ensure that the message you produce addresses it’s intended purpose. Having an amusing animation might be great fun, but if it doesn’t meet your objective of being informative, the effect on the customer may not be as intended.